YouGov BrandIndex Lite and YouGov Profiles Lite will allow users to access audience data and track brand performance for free and will be based on YouGov data.

BrandIndex Lite helps users understand brand performance using data from the Buzz metric of the YouGov BrandIndex.

Users can use tools on BrandIndex Lite including benchmarking performance against industry competitors and filtering by market, industry and demographic.

Profiles Lite allows users to analyse their target audience, with results tailored to their sector and tools allowing users to filter by multiple demographic and attitudinal audience variables, allowing them to discover their audience’s likes, interests and behaviours, purchasing habits, and the best media sources through which to reach them.

Profiles Lite has data from 51 markets, while BrandIndex Lite has data from 54 markets.

YouGov said that the reason behind offering the two free tools was as part of its “vision to be a valued public and client platform used by hundreds of millions of people on a daily basis, enabling intelligent decision-making and informed conversations”.

Stephan Shakespeare, chief executive and co-founder of YouGov, said: “It is our mission to democratise data – making it easier for people to have access to and make use of world class consumer intelligence.

“Giving millions of people over the world free access to YouGov BrandIndex Lite and YouGov Profiles Lite does just that.”